Sustainable marketing and its effect on consumer behavior
Başlık çevirisi mevcut değil.
- Tez No: 401388
- Danışmanlar: DR. STUART FRANCIS
- Tez Türü: Yüksek Lisans
- Konular: Endüstri ve Endüstri Mühendisliği, Sosyoloji, İşletme, Industrial and Industrial Engineering, Sociology, Business Administration
- Anahtar Kelimeler: Green marketing, social marketing, sustainable marketing, corporate social responsibility, consumer behaviour
- Yıl: 2013
- Dil: İngilizce
- Üniversite: Cardiff Metropolitan University / Prifysgol Metropolitan Caerdydd
- Enstitü: Prifysgol Metropolitan Caerdydd
- Ana Bilim Dalı: Yurtdışı Enstitü
- Bilim Dalı: Pazarlama Yönetimi Ana Bilim Dalı
- Sayfa Sayısı: 41
Özet
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Özet (Çeviri)
The importance of sustainable marketing is rapidly increasing, because of the fact that the environmental issues are becoming a vital problem for the entire world and the need for the preservation of the world for the next generations are becoming significantly important. In addition, researches are always interested in consumer behaviours and this reveals an importance of sustainable marketing which enables companies to gain consumers' attention. This dissertation aims to discover the influences of sustainable marketing on consumer behaviour. Green marketing and social marketing is used to explain theoretical framework of sustainable marketing. In addition, corporate social responsibility is identified and the theories of consumer behaviour were used to support the theoretical framework and analyse this approach. According to the theories implemented in this dissertation, it was found out that there is a relationship between sustainable marketing and consumer behaviour. In this dissertation, interpretivist paradigm was used as a research philosophy to understand the problem and reach aims of the study; in addition, a combination of deductive and inductive approach was implemented in this study because of the fact that this will enable the author to be able to make comparisons by looking the existent theories and a conclusion found during the study. Moreover, the qualitative research strategy was chosen and exploratory method was adopted within cross-sectional time frame by conducting a survey as a case study. After conducting the survey and analysing the data, the effects of sustainable marketing on consumer behaviour was concluded and the previous researches on the subject was proved to be correct by the results of the study.
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